Might have something to do with Ben and I sharing a love of movies and drawing out copywriting and marketing lessons from them.

He has a great post up called “Pulp Fiction’s Secret Marketing Lesson”.

In the post he gives you a big tip about how to make your services as a copywriter more valuable…

…and more in demand.

It’s a subtle shift…

…but powerful.

Discover this for yourself in “Pulp Fiction’s Secret Marketing Lesson”.

P.S. Here’s another copywriting tip for you.  Study how Ben formats the post.  You might notice it’s similar to what I do with my posts.  It’s deliberate.

P.P.S. Talking about movies, I’m probably going to see “Quantum Of Solace” over the weekend and I suspect there will be some more material for the “Dark social mood” idea that we have discussed.  Look out for the update…

Now, for the classic direct response marketer or someone doing business on the internet, this subject may seem of little or no interest.

But there are 2 reasons why this may be useful…
Firstly, it’s worth knowing about it simply because it’s an important part of the broader field of marketing and what Hopkins has to say is relevant to anyone in business.

Secondly, the lessons are relevant to using affiliates in your marketing.  When you think about it, affiliates are like an online version of a dealer network.

Hopkins mentioned a number of ways that companies tackled the problem of achieving distribution.

One approach was to start with direct sales to build up volume that would encourage dealers to stock the product.

Another was to offer samples and refer prospects to selected dealers who carried stock.

Some large companies could also persuade dealers to carry stock by providing a guarantee.

Hopkins’ preferred approach was to build demand for the product by using a campaign with samples, along the lines described in the previous section. (Part 13 “Use Of Samples”).

By offering prospects a coupon that they can redeem at a store for a free sample, the distribution problem becomes straightforward.

When dealers are informed about the campaign (backed up with proofs of the ad with the coupon) most will be keen to carry the product.  After all, few dealers will pass up the opportunity of a cash sale at full profit.

Hopkins successfully used this approach in many campaigns.  Palmolive Soap and Puffed Grains were two examples.

Other suggestions from Hopkins were…

1. Start with local advertising.  Get distribution town by town and then switch to national advertising.

2. Providing stocks to dealers on consignment is not generally recommended.

3. Providing free samples to dealers usually works out as an expensive way to sell product.

Bear in mind, that even when you use dealers, you still have to provide the advertising.

So what lessons can we draw for modern day marketing and the use of affiliates online?

Well, the key point is to view an affiliate network as a distribution channel that needs to be managed effectively.

In a similar way that Hopkins used coupons to create demand and drive traffic to dealers, you need to assist affiliates in some way to create traffic.

Sure, there may be some “super-affiliates” who take the initiative.

But most will need support in the form of “samples” (for example, special reports or videos) that they can give away.

Remember, there are many other opportunities competing for the attention of affiliates.

In many ways, the “Product Launch” style campaign is an updated version of what Hopkins did for his clients.  It’s a way of creating “buzz” and giving affiliates a powerful incentive to get behind your product.

Now, in my humble opinion, the classic “Quite frankly” Amex letter is one of the all time great pieces of direct response copywriting.  Lost count of how many times I’ve written it out longhand.

So it was with a great sense of disappointment…

…that I read the letter I received in the mail.

For a start, the top third of the letter was almost blank, having only the Amex logo and a picture of a card.

The “headline” was…

“Don’t be left behind on rewards points.”

Sigh.

This is what the great Clayton Makepeace calls a “Faux Benefit” headline - a product feature masquerading as a benefit.

Allow me to explain with Clayton’s “forehead slap” test.

Have you ever woken up in the middle of the night, sat up in bed and slapped yourself on the forehead and said…

“Oh no!  I’m being left behind on rewards points!  I’ve got to get a new credit card right now!”

No?  Didn’t think so.

I could be wrong of course…but I think this headline sucks.

Next, the salutation…

“Dear Householder”.

Need I say more.  Personalisation? Oh, I forgot, Amex are getting desperate in their marketing and doing a completely untargeted mailing.

Then we have the opening paragraph…

“If you’ve ever wondered why some people manage to enjoy more holidays, then the answer could be right in front of you - a credit card with more rewards.”

…etc etc.

Now if you’re wondering where you’ve read “If you’ve ever wondered”…

…well, it’s a swipe from the famous “Wall Street Journal” letter.

Nothing against swiping…done properly.  But I would have expected a little more from Amex, a company that was once at the forefront of direct marketing.

I won’t go over the rest of the letter.  It’s just…very poor.

Now, I could be completely wrong, of course.  The rewards points angle could be exactly what’s needed to hit the spot.

So please feel free to chip in your 2 cents and leave a comment.

P.S. Clayton’s “forehead slap” test is just one of the gems contained in his “Two Hours To More Profitable Sales Copy” book.  It’s not cheap, but it’s a goldmine of tips, techniques and strategies for copywriters.  I haven’t been organised enough to get an affiliate link but there’s a link to Clayton’s site on the right hand side of the page where you can get more details.

In that case, it was the computer technician knowing some simple tweaks and techniques that I did not.

In other words…

…he knew a “secret” that I didn’t.

Using “secrets” to appeal to the reader’s curiosity is a proven technique in effective copywriting.

But you may sometimes feel that the idea is a little over-used.

After all, how many times have we seen a swipe of copywriter John Carlton’s “One-Legged Golfer” letter starting…

“Amazing Secret Discovered By….”

…blah, blah, blah?

The short answer to knowing whether or not “Secrets” will appeal is, of course, to test.

However, based on the frequency with which I observe this technique being used by savvy direct response marketers who test (organizations like Rodale and Boardroom), I think it’s a pretty safe assumption that it continues to work.

Always test to optimize, of course.

The second objection might be that your specialist knowledge isn’t really a “secret”.

I’m sure Gary the computer technician didn’t really think that what he did was all that difficult.

But that’s not the point.

To the non-specialist, the customer, the expert knowledge is a “secret”.

And they will be happy to pay to get the benefit.

So don’t undervalue your skills and your knowledge (that particularly applies to any copywriters reading this!).

You probably know a lot more than you give yourself credit for…

…and those “secrets” are valuable.

No blog post yesterday, largely because I lost internet access.

OK, it was partly my fault.  I tried updating some drivers and that somehow trashed my modem connection.

Now, as a freelance copywriter and internet marketer, not being connected is a bad thing!

A call to my ISP help desk failed to fix the problem…

…and I was offered the “Premium Support” option.

That is to say, someone would come out to fix the problem.

The good news was that they would be here at 9am today (Monday).

The bad news?  There would be a charge of $149.

Now, I’m not completely clueless when it comes to computers and technical issues.

However, while I guessed there was a problem with a driver, the solution wasn’t obvious to me and I didn’t have time to waste.

So, I had no hesitation in booking the call and forking out the $149 (even though part of me said “Ouch”).

This morning the dude turns up on time…

…and the problem is fixed in about 15 minutes.

Yes, it was a driver problem and Gary (the service technician) knew a simple tweak that reconnected my modem almost instantly.

The marketing lesson?

If someone is in “pain” or has a big problem, price is not usually an issue!

One simple copywriting “formula” is…

Problem - Aggravate - Solution

Pain is a big motivator to take action.  If it’s bad enough, people will just simply want it fixed…now.

So, if that’s applicable to your market, don’t shrink from using this approach.  It works!

Couple of other points to note…

1. The service company (“Gizmo”) provided a guarantee.  No fix, no fee.  That was definitely reassuring to me.

2. I had to pay up front with my credit card when I booked the call.  Of course, up front is when I was “in pain” and more receptive to paying.

3. The solution was straightforward, but it was a “secret” that I didn’t know about.  That “secret” meant the company could charge $149 for what was a 30 minute call.

You know, I’ve learned from painful experience that if I’ve got a problem and the solution is not obvious, then it’s cheaper (and quicker) to call in a professional and get the problem fixed.

It might be more satisfying in some ways to “do it yourself”. But that approach has usually resulted in me wasting time and money and then still having to get somebody in.

If it’s anything to do with plumbing, locks or electrical fittings… I don’t usually give it a second thought.

So thanks to Gary and “Gizmo” for fixing the problem.  And I got a $149 lesson about computer drivers that may come in handy some time!

(Yeah, I know it would have been cheaper to read one of those computer books in my bookcase and learn about drivers before…that hindsight thing again…)

Hopkins was one of the pioneers in this area and the insights he gained are still relevant today.

Unfortunately, all too many marketers either are unaware of these insights or choose to ignore them.  I’ve commented several times on this blog about marketers violating one of Hopkins’ key guidelines, namely…

“Give samples to interested people only.  Give them only to people who exhibit that interest by some effort.  Give them only to people to whom you have told your story.  First create an atmosphere of respect, a desire, an expectation.  When people are in that mood, your sample will usually confirm the qualities you claim.”

And yet how many times do you see free samples being handed out indiscriminately in the street or (less so) stuffed into mailboxes?

Here are some of the main points Hopkins discovered during the course of his testing the use of samples…

1. However expensive they might be, samples are usually the cheapest selling method.

2. Sampling doesn’t just apply to small items like foods.  It can be applied in some way to almost anything (think “Test drive”, for example).

3. Samples allow you to use the word “Free” in ads. That will often increase response.

4. A sample creates involvement when the prospect needs to take some action to get the sample.

5. As a consequence of the required action, you have the contact details of an interested prospect.  You can then follow up.

6. Samples can be used as one way to test ads and offers.

7. It’s a mistake to penny-pinch with samples.  Making a small charge for the sample or using “Two-for-the price-of one” trials is usually a mistake.  Remember, you are the seller.  Don’t make it difficult for a prospect to “raise their hand” or ask them to pay for your selling efforts.

8. Make it as easy as possible for the prospect to claim the sample.  Hopkins found in one campaign that more people placed a request by phone than mailed a coupon.  Today, think of using the internet or text messaging as well as the telephone.

(As an aside, Hopkins made the comment “Most people write few letters.  Writing is an effort.  Perhaps they have no stamps in the house.  Most people will pay carfare to get a sample rather than two cents postage.” Think how much more that applies today!)

9. Hopkins was aware of the problem of sample users obtaining multiple samples as a substitute for regular purchases.  However, he found that most people were basically honest so tactics such as specifying “Only one sample per home” were quite effective. Overall, the substitution problem was found to be minor.

Hopkins was an enthusiastic advocate of using samples because his testing demonstrated the effectiveness…

“Where samples are effectively employed, we rarely find a line where they do not lessen the cost per customer.”

And as with all approaches, the key was proper measurement and monitoring…

“Here again comes the advantage of figuring cost per customer.  That is the only way to gauge advertising.  Samples sometimes seem to double advertising cost…Yet, rightly used, they almost invariably form the cheapest way to get customers.”

Today that’s still sound advice.

Looks like Dan set the site up to publish his thoughts about the recent US election.  However, also included is a brief report “How To Think About Money - Made Simple”.

Dan is unquestionably one of the most successful marketers of our time and knows a thing or two about making serious money.  So it’s well worth you taking a look at his thoughts on the subject of money.

Warning! If straight talk and forthright libertarian views offend…well this probably isn’t right for you anyway!

That’s the advice of marketing maverick and genius Mark Joyner in his book “The Irresistible offer”.

According to Mark, the Irresistible Offer is…

…not a USP.

Mark has a couple of criticisms of the USP as a useful marketing device.

Firstly, it can be a little vague as to exactly what it is.  And, to be fair, if you’ve ever worked on coming up with a clear USP you know it can be something of a slippery beast.

Secondly, Mark’s view is that too much emphasis is placed on “uniqueness” which may not be sufficient on its own to make a sale.

So what does an Irresistible Offer look like?

The archetypal example used by Mark is Domino’s Pizza…

“Pizza hot and fresh to your door in 30 minutes…or less…or it’s free.”

The key difference between the USP and the Irresistible Offer lies in the offer, which should be so attractive that it provides incredible value to the customer.  They’d almost have to be crazy to turn it down.

Note that the Irresistible Offer contains a USP as a component.  But it then builds on that to include the offer.

Now you could quibble and say that Mark has simply taken an existing concept, changed it slightly and put his own label on it.

But I think he has done more than that.

For direct response marketers and copywriters, he has provided a very useful unifying concept.  After all, every sales message will include an offer or “Call to Action”.

But all too often, it seems as if it’s been tacked on almost as an afterthought.  Rather than flowing seamlessly from the rest of the letter.

And many times the offer is all about the product and the “stuff” people get, rather than the result and what it really does for them.

So here’s what I suggest…

Firstly, develop the USP and the overall positioning for the business.

Then develop an Irresistible Offer that builds on and reflects the USP.

If you haven’t read “The Irresistible Offer” it’s well worth your attention.  And you can currently get a copy for free at Mark Joyner’s “Simpleology” site.  You need to open an account but that’s free (although you’ll have to run the gauntlet of several One Time Offers).

I was in the City yesterday to catch up with clients.  After that I had some time on my hands and as it was early evening I decided to grab dinner at the “Din Tai Fung”.

This Taiwanese based restaurant chain has become quite trendy in Sydney lately.  It’s famed for…

…its steamed dumplings and has gathered praise and plaudits around the world (the New York Times reckoned it one of the world’s “Top 10 Restaurants” a few years back).

Now, this isn’t a restaurant review, as such.  I will say, the food was great (I sampled the Pork Dumplings and a couple of other dishes) and I’ll be back (didn’t have time for the very tempting desserts).

As a marketer and copywriter, of course I’m always interested to see how the business runs and how they treat their customers.  Particularly when the business is as successful as “Din Tai Fung”.

The place was busy when I arrived so I had to wait a few minutes.  While waiting, I was given a menu plus an order form where I could make my selection if I wished.  Might sound odd and a little “takeaway” style but it struck me as a good idea.

After a few minutes I was taken to my place.  The atmosphere could best be described as “bustling”. Tables are shared with other diners if there isn’t a separate table available.

When I sat down, a waitress quickly brought up a folding stand where I could place my bag and promptly placed a covering over the top.  Similarly when I took off my jacket and hung it over the back of my chair, a cover was quickly placed over the jacket.  Very thoughful.

After placing my order (simply tick off what you want on the menu) I took time to look around the restaurant.  The clients were predominantly Chinese and I felt like I was back in Hong Kong where I once lived.  The staff were very attentive but it was a little bizarre that most of them had earpieces which created something of a “Secret Service” appearance!

Once the waiter has taken the order, they leave the form on the table (much as when you have Yum Cha) and I noticed they have a feedback form plus an invitation to leave a business card.  “Ah ha!” I thought.  A restaurant that knows how to build a list.  Unfortunately, they blew it when I asked for the bill because the form disappeared when the bill returned. Oh well.

Service was great.  Speedy and attentive without being intrusive.  Overall, thoroughly enjoyed my visit and I’ll be sure to return.

I took the time to look at the “Din Tai Fung” website to find out a little more about the company.  I think a clue to their success might be in this principle of the founder…

“Focusing on the taste of food is far more valuable than the profit and one needs to be persistent in one’s business because a fine reputation does not come by itself.”

One closing thought.  The company’s success seems to have come largely from word-of-mouth recommendations.  As a maketer, I’m appalled that they do not seem to place too much emphasis on marketing!

However, they have carved out a very clear niche for themselves as the place for steamed dumplings.  They are very serious about their dumplings (”Creating steamed dumpling is not just a technique, but an art”) and it shows.

So, they do have a very clear USP and it strikes me that this is a large part of their success.

I touched on this point briefly in my comments on Jack Trout’s book “Differentiate Or Die” and it involves the starting point for creating a Unique Selling Proposition (”USP”).

As with any marketing problem, the starting point should always be…

…the customer.

Or more specifically what they want.  Their “hot buttons”, if you will.

Good advice for any marketer or copywriter is “Find out what the customer wants and then give it to them”.  That way you’re almost sure of success and reduce the risk.

And yet…

…all too often we get caught up in our products and lose sight of the customer.

As I mentioned, if the Trout book has one weakness, it’s not paying sufficient attention to the customer.

So when crafting a USP, always start with your customer and what they want.

And from a strategic marketing perspective the USP will need to appeal to a large enough audience to enable you to reach your objectives.

No point in having a killer USP that will appeal only to a market that’s too small to make your business worthwhile.